David Serdena
Passionate Graphic Design Principal | Creative Strategist |. Collaborative Brand Builder | Design Leadership Advocate
Newell Brands
Principal, Design Communications & Imaging | Mar 2020 – Present
» Consistently demonstrates a proactive and collaborative approach, contributing to complex problem-solving while efficiently managing multiple tasks, aligning with Newell’s fast-paced work environment.
» Exhibits exceptional leadership and facilitation skills, driving successful omni activities such as the highly impactful brand refreshes, and managing end-to-end deep dive workshops with minimal supervision, reflecting Newell’s focus on innovation and strategic execution.
» Provides valuable critique and art direction, elevating the quality of creative outputs and aligning with Newell’s commitment to excellence in design and visual communication.
» Complements brand strategies with thoughtful insights and leadership, facilitating deep dive workshops to uncover growth opportunities and enhance Newell’s market presence.
» Delivers comprehensive and high-quality presentations, paying meticulous attention to detail and creating compelling assets that align with Newell’s commitment to exceptional customer experiences.
» Demonstrates exceptional teaching abilities, fostering continuous learning and growth by hosting masterclasses on rendering, 3D modeling, typography, and narrative sketching.
» Collaborates with The VizLab task force, leveraging CGI expertise to establish best practices and achieve photorealistic rendering visualizations across all design functions, contributing to consistent cutting-edge visual storytelling and immersive brand experiences.
» Mentored and guided co-workers, sharing expertise and supporting their professional growth and development, in line with Newell’s commitment to fostering talent and building a strong creative community.
Recognized By Peers
» 2020: Newell Design Mentorship Award
ART DIRECTOR / MANAGER | NOV 2018 — FEB 2020
» Provided leadership and guidance to direct reports, discussing project outcomes and career development.
» Managed projects for the Food business unit, selecting design resources for optimal results, ensuring deliverables were on time and on budget.
» Drove design strategy with consumer empathy and ensured creative excellence through collaboration.
» Maintained brand identity consistency across multiple product lines and platforms.
» Actively participated in critique sessions, providing feedback and guidance to team members to enhance their skills and improve project outcomes.
» Successfully delivered projects, on time, within budget, and aligned with the project brief through effective art direction and meticulous review processes.
» Facilitated Workfront proof reviews, ensuring alignment among internal and external stakeholders to achieve project goals and objectives.
Recognized By Peers
» 2019 Design Process Impact Award for Graphics Food Team
SENIOR GRAPHIC DESIGNER | JAN 2014 – OCT 2018
» Designed and executed impactful content and marketing materials across multiple platforms, including social media, to enhance brand presence and engagement.
» Maintained brand consistency and ensured a seamless brand experience across various touchpoints, resulting in a cohesive and compelling brand identity.
» Collaborated with cross-functional teams, including Color Material Finish (CMF), to incorporate trends and create visually captivating designs that resonate with the target audience.
» Led presentations to key stakeholders as the project design lead, effectively conveying the strategic rationale and intended positive impact of the selected design, aligning with the vision of the leadership team, and surpassing consumer expectations.
» Actively participated in critique sessions, providing valuable feedback and guidance to team members to elevate the overall creative output.
» Demonstrated leadership potential and creative problem-solving skills in delivering innovative design solutions.
Recognized By Peers
» 2017: Newell Design Mentorship Award
WESTERN Michigan University
Adjunct professor | Jan 2017 – Apr 2017
» Spearheaded an introductory Typography course, cultivating student confidence through engaging instruction.
» Crafted and executed a comprehensive semester-long lesson plan, delivering essential typography principles with clarity and impact.
» Orchestrated interactive class critique sessions, providing students with a constructive platform to refine their presentation and critique abilities.
Bed Bath & Beyond (CORPORATE)
Graphic Designer |. Oct 2012 – Jan 2014
» Devised creative solutions for in-store merchandising and online initiatives, meticulously managing digital assets for store graphics and signage orders.
» Collaborated adeptly with internal and external vendors, orchestrating precision printing of vinyl graphics adhering to size requisites.
» Navigated vendor collaborations, steering creation of novel merchandising structures and innovative signage solutions, enhancing in-store shopping experience.
» Ensured brand and visual identity consistency for all in-store signage and marketing materials.
Rizco
Graphic Designer. |. Jun 2010 – Sep 2012
» Produced visual identities and advertising materials for clients across industries.
» Participated in client facing meetings, presenting & selling design solutions developed from the design brief.
Catalone Design Co.
Graphic Designer | Jun 2007 – May 2010
» Created graphics and advertising materials for clients in education, government, and food industries.
» Attended client facing meetings, observing the presentation & selling design solutions developed from the design brief.